Post by account_disabled on Oct 25, 2023 10:01:20 GMT
When it comes to using our own employees as content creators, we are sometimes hesitant to give up control. That is about to change! In 2022, employees will gain more influence through Employee Generated Content (EGC). We first zoom in on UGC. UGC is a term used to describe content created by users or fans of a company. The respective company may publish this content to use as positive coverage of the brand and products.
Consumers then promote the brand or product by showing real (positive) experiences with the product. Well-known UGC campaigns include Starbucks' campaign. In it, consumers were urged to share self-made photos. For example, Starbucks photo editor and Apple were advertised using content created by consumers. Give your employees influence with EGC EGC is a variant of UGC: both use content created by 'end users'. The big difference is that EGC is created, published, and remains accessible within the (figurative) walls of the company.
By including EGC in your communication strategy, you can give your employees more influence. I understand that giving up the reins can be difficult and equally exciting, but trust me: EGC has many positive consequences for your organization. For starters, employees gain more influence when an organization incorporates EGC into its communication strategy. And people want that more and more. If you look at the development of our buying behavior, you can already see this trend. People, especially in B2B environments, have an increasing need for a 'rep-free experience.
Consumers then promote the brand or product by showing real (positive) experiences with the product. Well-known UGC campaigns include Starbucks' campaign. In it, consumers were urged to share self-made photos. For example, Starbucks photo editor and Apple were advertised using content created by consumers. Give your employees influence with EGC EGC is a variant of UGC: both use content created by 'end users'. The big difference is that EGC is created, published, and remains accessible within the (figurative) walls of the company.
By including EGC in your communication strategy, you can give your employees more influence. I understand that giving up the reins can be difficult and equally exciting, but trust me: EGC has many positive consequences for your organization. For starters, employees gain more influence when an organization incorporates EGC into its communication strategy. And people want that more and more. If you look at the development of our buying behavior, you can already see this trend. People, especially in B2B environments, have an increasing need for a 'rep-free experience.